Shapiro, who also spent 12 years as a top programming exec at ESPN, is tasked with developing content and new revenue streams for the sports marketing powerhouse that was acquired by WME earlier this year.

Shapiro will report to WME-IMG co-CEOs Ari Emanuel and Patrick Whitesell. He had already been working with the pair as an adviser to WME on the acquisition.

The goal behind the newly created position is to increase IMG’s ability to package content from the many sports, fashion and media events that the agency spearheads around the world.

“Mark’s expertise will help us evolve our content, digital and production strategies across IMG’s Events & Media, Fashion and Models businesses globally and create new revenue streams,” Emanuel and Whitesell said in a statement.

Shapiro left ESPN in 2005 to become CEO of Six Flags Entertainment, which eventually acquired Dick Clark Prods. He was CEO of DCP until its sale to Guggenheim Partners in 2012.

The IMG job would seem to be a good fit with Shapiro’s background in sports and in assembling programs and live events at DCP. Undoubtedly, he will look for opportunities to bridge IMG’s client and partner base with the array of creative talent repped by WME.

“No other company has access to such a diverse, innovative portfolio of content creators and distributors, and I look forward to helping create and champion our partners’ stories and ideas,” Shapiro said.